The face behind Dubai-based streetwear brand that encourages authentic self-expression through wearable art
Ibrahim Abudyak, Founder and Creative Director of JOKES ASIDE, Dubai-based streetwear brand that encourages authentic self-expression through wearable art. shares his inspiring journey from Jordan to Dubai, where he built his business from the ground up.
Moving to the UAE in 2010 with a BSc degree in Mechanical Engineering, Ibrahim initially worked as a service advisor for a car dealership in Abu Dhabi before transitioning to a corporate job in Dubai.
However, his career took an unexpected turn in 2017 when he lost his job and faced personal challenges, including the end of his marriage.
This pivotal moment marked the beginning of his entrepreneurial journey.
Driven by a desire for financial independence and self-development, Ibrahim immersed himself in hustles, business seminars, and books on entrepreneurship.
He even enlisted the help of a business coach to navigate the complexities of starting a business.
Recognising Dubai as a land of opportunity, he found the ideal environment for his creative ventures to flourish.
Today, Ibrahim is not only a successful entrepreneur but also a prominent figure in the Dubai community, thanks to his determination and resilience.
Can you tell us a little about your background and journey starting a business in Dubai?
I moved to the UAE from Jordan back in 2010. I also have a BSc degree in Mechanical Engineering, which sounds pretty funny today.
My first job was in Abu Dhabi as a service advisor for a car dealership, and then I moved to Dubai to work for a corporate head office.
My journey at the corporate job lasted five years, during which I thought I did great, until one day I walked into the office only for my boss to fire me.
My five-year marriage also ended right after losing that corporate job. I think this was around 2017. That corporate job was the last full-time job I have ever had.
What led to your decision to start a business in Dubai, and how has the experience been so far?
It made sense to me that I wanted to start my own business. I had been playing with side hustles for a while, reading books about financial independence, entrepreneurship, and self-development.
I went through multiple seminars about different types of businesses just to understand where I would start.
I even hired a business coach to initially help me navigate through the unknown. Dubai is the land of opportunity; it is the ideal environment for creative businesses to start, grow, and thrive.
How has being an entrepreneur in Dubai influenced your connection to the community and your sense of belonging?
I always say no matter how big Dubai is, it is still small… in the sense of community where you can meet and see the same familiar faces within the circle you are in. T
his is very unique to Dubai and important as you establish yourself as a community leader or an influential voice. The key is to show up.
Could you highlight someone in Dubai who has played a significant role in supporting your business journey, and what impact did they have?
I am grateful to have been surrounded by amazing people who have been supporting my journey and understanding all these changes and challenges that I have been through. I cannot name just one; however, my family, friends, coaches, mentors, and team have had the biggest impact and support.
What do you appreciate most about conducting business in Dubai, and how does it contribute to your entrepreneurial journey?
The openness, the ease of conducting business, and its international appeal. These qualities have helped shape the way I do business.
What common misconception about starting a business in Dubai would you like to dispel based on your experience?
Starting a business is not for everyone, and yes, it requires lots of patience, resilience, and emotional muscle.
Share a memorable moment where you experienced the genuine hospitality and support of the Dubai community in your entrepreneurial endeavours
I remember how the community showed up for the first launch of JOKES ASIDE at BRED by HYPEBEAST 2023 in Abu Dhabi.
Everybody seemed so proud, happy, and genuinely connected to our story and what we represented. It was a surreal moment.
We sold out our first collection at that pop-up within five days of the event, without any online store, point of sale system, or many other basic business requirements.
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